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"The bond I share with my brother is powerful, and we’re similar in so many ways"

BOSTON--(BUSINESS WIRE)--Gillette, manufacturer of the world’s most trusted razors, formally
unveiled five new products in its extensive razor lineup at an event
designed to showcase the biggest facial hairstyle and grooming trends of
2018, alongside the tools needed to achieve the looks. The latest roster
of product additions includes sought-after innovations and upgraded
features at all price points and includes both disposable and refillable
razor options. The grooming looks featured throughout the event, and
featured in this ‘Look Book,’ account not only for each man’s style
preferences, but also a variety of other factors that make every man
unique – including skin, hair type, physical features, lifestyle and
budget. The variety of tools and techniques used to achieve the looks is
a reflection of Gillette’s unique perspective that “One Size” does not
actually fit all, especially when it comes to shaving.

To bring this to life, Gillette brought together five pairs of identical
twins to model the featured facial hair styles. Notable men’s style
influencer Adam Gallagher accounted for each man’s work and lifestyle,
skin concerns, preferred look and budget when styling them – because
even when men are identical down to the genetic level, they still have
different grooming needs. Gallagher was joined by actor Justin Hartley,
who also has some experience with the differences between “multiples,”
thanks to his award-winning work as Kevin Pearsonon This Is
Us.

“I’ve turned my passion for individuality and style into my profession,
helping men find their unique look that sets them apart from the crowd,”
said Gallagher. “Gillette has the full lineup of tools guys need to
achieve their look in any setting and at any budget. No other brand
offers that versatility.”

“The bond I share with my brother is powerful, and we’re similar in so
many ways,” said Devin McCourty, Defensive Back with the New England
Patriots.

“But we also value the differences, like fashion and grooming style,
that make us individuals,” said identical twin brother and fellow
Patriots player Jason McCourty. “We’re excited to work with a brand that
understands the importance of celebrating all men’s uniqueness,
and offers products as varied as we are.”

These unique attributes – from skin and hair type to budget, lifestyle
to look – all factor into how a guy selects a razor. This also reaffirms
the need for product options as diverse as men themselves, backed by a
survey of 884 U.S. men*. This 2018 survey found that nearly two-thirds
of American men believe it’s important for razor brands to offer more
than one blade option.

“The R&D teams at Gillette have spent decades studying both the
similarities and unique differences between men, including virtually
every factor that impacts their grooming choices,” said Kristina
Vanoosthuyze, Senior Manager, Gillette Scientific Communications.
“Through our years of research, we know that no two men are the same.
There is often more than meets the eye, and similarities we may see on
the surface are often more distinct from each other or can be undone
completely by differences in life experiences and personality. Knowing
this enables Gillette to design smarter, better products that bring
variety to the market and meet real needs.”

With this knowledge at the core and a commitment to innovate with
purpose, Gillette set out to deliver a more comfortable shave at a more
comfortable price, introducing five new, innovative and upgraded
products in 2018 that provide all men with more options to serve their
unique preferences.

Many men love disposables for their portability and convenience,
making good style easy in any setting. In fact, 40 million U.S. men
prefer disposable razors to refillable models. The NEW Sensor3 Cool
gives these guys a new option to choose from by bringing Gillette’s
proprietary Cooling technology – previously only available on the
top-of-the-line Fusion5 ProShield Chill – to a disposable. Offered at
$4.99 for a pack of three; $5.99 for a pack of 5.**

Through research we learned there is a large number of men who are
looking for high-quality refillable razors below $10, and 72% of men
say the price of a razor is extremely or somewhat important to them
when making purchase decisions.*** Gillette3 and Gillette5
– both starting at just $7.99** – answer that need. Both razors come
with Gillette’s NEW Aqua Grip handle for total control in wet
environments like the shower.

For those guys who value a comfortable shave (rated in a recent
Gillette study*** as the most important factor for men when selecting
and purchasing a razor), the Gillette MACH3 and the Fusion5
have both been upgraded with finer, thinner blades† with Gillette’s
most advanced low-resistance coating for less cutting force and a more
comfortable shave. Offered at $9.99 and $14.99 per pack of four
cartridges.**

These five razors join an already expansive product range featuring some
of the most advanced shaving technology in the world – including
Gillette Fusion5 ProShield, which protects skin with lubrication before
and after the blades, and the Gillette FlexBall pivoting head, which
allows blades to follow the contours of a man’s face as he shaves for
virtually no missed hairs.

“Gillette knows that all men are unique. Each one has a very specific
look, style, preference or budget and that’s something to be celebrated
and recognized,” said Pankaj Bhalla, Director, Gillette & Venus North
America. “It’s our mission to design, build and offer every man options
when it comes to his grooming choices, allowing him to prioritize the
features he values most, be it convenience, experience, comfort,
closeness, price or otherwise. Gillette’s range of products means we
have a razor for every guy, and variety that’s not offered by any other
company or brand – and that’s something we’re proud of.”

An Unwavering Legacy of Purposeful Innovation + Range

The new lineup is an affirmation that men will continue to find both
meaningful innovation and value in all product categories and all price
points when shopping with Gillette. This dedication to innovation that
matters, established at the company’s founding in 1901, continues today
with the help of hundreds of men and women within Gillette’s R&D
division. In its dedicated R&D centers in Boston, Mass., and Reading,
UK, these scientists collaborate with thousands of men every year in
Gillette’s never-ending study of shaving habits and preferences. It’s a
rigor and commitment to data- and insight-driven design that is
unparalleled. Today, more than 800 million consumers trust their
grooming needs to Gillette in over 170 countries, making Gillette the #1
shaving brand in the world.

*Online survey of 884 men in the U.S. (aged 18+) who shave at least
once a month. Conducted March 2018 with a margin of error of +/- 3.07 at
the national level with a 95% confidence level.

**Retail price is at the sole discretion of the retailer.

***Online survey of 1,001 men in the U.S. (aged 18+) who shave.
Conducted February 2018 with a margin of error of +/- 3.07 at the
national level with a 95% confidence level.

†First 4 blades on Fusion5 and first 2 blades on MACH3.

About Gillette

For over 110 years, Gillette has delivered precision technology and
unrivalled product performance – improving the lives of over 800 million
consumers around the world. From shaving and body grooming, to skin care
and sweat protection, Gillette offers a wide variety of products
including razors, shave gel (gels, foams and creams), skin care, after
shaves, antiperspirants, deodorants and body wash. For more information
and the latest news on Gillette, visit http://www.gillette.com/.
To see our full selection of products, visit http://www.gillette.com.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit http://www.pg.com
for the latest news and information about P&G and its brands.

Multimedia Files:

Gillette showcases the top grooming trends of 2018 and the tools needed to achieve them. When it comes to men’s grooming choices, the style they choose, the tools they use, and the amount they pay are as unique and varied as men themselves. Because “one size” razor does not fit every man, Gillette offers a wide range of products giving every guy a comfortable shave at a comfortable price.

Gillette, guest host Justin Hartley and men’s style influencer Adam Gallagher share the top grooming trends of 2018 with a declaration that “one size” does not fit every man when it comes to razors. (Photo: Getty Images for Gillette)

During a Gillette event in NYC, guests learn about Gillette’s newly innovated razors, recognizing guys’ unique differences and offering even easier access to a more comfortable shave at a more comfortable price. (Photo: Getty Images for Gillette)

Gillette brought together five pairs of identical twins to model the top grooming trends for 2018 – illustrating that even when men are identical down to the genetic level, they still have different grooming needs. (Photo: Getty Images for Gillette)

With the help of Devin and Jason McCourty, Gillette shares the top grooming trends of 2018 with a declaration that “one size” does not fit every man when it comes to razors. (Photo: Getty Images for Gillette)

With the help of Jacob and Cody Hollister, Gillette shares the top grooming trends of 2018 with a declaration that “one size” does not fit every man when it comes to razors. (Photo: Getty Images for Gillette)